What Happened to Hershey’s Swoops?

Hershey’s Swoops were thin, curved chocolate pieces—visually similar to potato chips—packed in a rigid canister for ‘stackable’ portioning. The idea rode early-2000s snack trends (portable, resealable, portion control) and leveraged Hershey sub-brands like Reese’s and York. In practice, Swoops ran into several frictions: higher unit price than bars, smaller perceived value, and a form factor that melted easily and didn’t match how people ate chocolate. Merchandising also proved awkward—candy aisle shoppers looked for bars and bags, not canisters. Despite flavor extensions, the line faded and was discontinued by mid-2000s. Today it’s a nostalgic footnote in big-brand product experiments.